The document discusses using mobile marketing to promote nightlife businesses. It provides statistics on mobile device ownership and usage. It recommends using text messages to send customers information about special offers, events and discounts in order to build a customer database and drive engagement. An example is given of a nightclub promoting itself and events via text messages. A case study shows how furniture company Ashley Furniture significantly increased revenues through a secret sale promoted using SMS messages compared to email.

1. Nightlife Mobile Marketing Your Audience Lives on Mobile Devices. Your Marketing Can Too.

2. Mobile Tag Opt-in Demo

3. What is Mobile Marketing Mobile-friendly web pages for iPhones, Blackberries, G1s and flip phones Register consumers to receive special offers and alerts via text message Promote special events, discounts, updates and more Build your customer list, engage them and drive traffic to your door

4. Mobile Consumer Trends People are making cell phones a part of their everyday lives. 86 % of the US population (13+) own a mobile device (m:metrics Aug 2007) 39% of Adult cell phone subscribers use the Mobile Internet (Kelsey Group Oct 2008) 30% of all consumers were interested in receiving permission based mobile coupon services. (Juniper Research in MMA industry review May 2008) While 18-35 year old demographic is by far the heaviest users of text messaging and Mobile Internet browsing, older demographic users are rapidly becoming heavy users: Age 35 - 44: Average 236 text messages per month (more text messages than phone calls) Age 45 - 54: Average 128 text messages per month (Average text message usage - Nielsen Mobile 2008)

5. Nightlife - On the Mobile Web The mobile screen is tiny compared to PC monitors, plus mobile users expect a different style of info and mobile-friendly navigation Live Demo: Text “ havana 2nite” to 77950 Your mobile-friendly web pages http://nightlifeexample.info Clicking the link in the text message will bring you to... Text messaging and mobile-friendly web pages work together to extend the effectiveness of your advertising

6. Optimized for Web and Mobile Search Web & Mobile Search Engines PC Landing Page Mobile Landing Page Even if you aren't actively conducting mobile marketing, people are trying to get to your web site via their mobile phones.

7. NightLife Live Text Demos Try These Live Text Demos From Your Phone: Text “ havana 2nite ” to 77950 for tonight’s events Text “ havana join ” to 77950 to join the text-only club. Get offers, alerts and specials right to your phone Text “ havana special ” to 77950 for a special offer for an upcoming event

8. Why Mobile Marketing Build a more valuable opt-in database Use Text Response Codes (Mobile Tagging – see examples) in advertising and customer correspondence Drive customer engagement Send opt-in prospects advance notice and same-day text alerts of new offers or events. Extend the value of offline and online marketing, promotional email and word of mouth Make promotions, events, info and special offers viewable on all cell phones and smartphones

9. Further Discussion Slides Ideas for how to use your mobile marketing capability Marketing Case Study Mobile marketing industry trends

10. What do customers need to know when they’re out? Text TONIGHT for tonight’s event Text SATURDAY for Saturday’s event Text SPECIALS for promotions Text DRINKS for drinks specials Text PARK for where to park Text DIRECTIONS for how to get here Text HOURS for restaurant hours

11. What Can I Offer on My Mobile Website? Contact Information Click to Call Directions/Map Schedule & Hours Event Schedule Promotions Parking Information Private Events Information Payment Options Photos

12. How Can I Use Text Message Alerts to Drive Traffic? Upcoming Events Holiday Promotions Seasonal Cocktails Drink Promotions Special Guests VIP Events Birthday Specials Anniversary Specials

13. Marketing Case Study “ These new forms of digital marketing via email and especially SMS have really impressed us out of the gate, and shown us a clear path to offset declining response rates and poor ROI in some of our other forms of advertising,” “We have been most surprised with the revenue generated from a simple 160-character text message with a sale offer. No doubt about it, this has been a game-changer for us,” Mr. Malouf continued. “With two simple SMS campaigns, we’ve generated over $100,000 in new business." Goal: To test expanding Ashley Furniture’s marketing reach to mobile users and put on a four-day “secret sale” to be announced only by SMS and email messaging. Result: SMS text recipients generated almost 8X more revenue per recipient than the email recipients Preparation Building the SMS Opt-In List - Total SMS Opt-Ins acquired during this period: 6,000 Free Gas Giveaway – Consumers were prompted to text GAS and DRIVE to a short code $500 Shopping Spree – With this campaign, the company also gathered demographic information on its customers, adding to the database of people who ultimately received the Secret Sale coupons. Deployment Four-Day Secret Sale - Not enhanced by any other coinciding media announcements 34,743 permission-based messages sent out 28,743 emails 6,000 SMS messages Messages included digital coupons for furniture, accessories and mattresses Results 28,743 emails yielded $53,022 in revenues - $1.84 per email recipient 6,000 SMS messages yielded nearly $86,000 in revenues - $14.33 per SMS recipient Mobile Marketing Watch 2007 Campaign tools provided by Mobile Storm

14. Ad Agency Trends Percent of agencies planning spending increases* Online 67% Mobile 50% Cable TV 27% Magazines 18% Broadcast TV 13% Newspapers 8% *Advertising Age survey Nov 2008

15. Market Trends: Mobile Content Publishing Mobile Internet has reached a critical mass as a marketing medium An $8 billion mobile content publishing market is forming which is the "mobile equivalent" of the current web.